Promotion of souvenirs on instagram

.This is a case for promoting amber products in social networks. There is a widespread stereotype in the topic that amber souvenirs are somewhat unfashionable or interesting only to a narrow category of buyers. We set out to prove that this is not the case and increase the number of followers on Instagram..Increase trust in the company by demonstrating the work of the team: backstage of the creation of pictures, interviews with the owner-face of the brand, as well as highlighting expertise.
To destroy the stereotypes that “amber paintings are only for older people all yellow-brown and unmodern”, “do not fit into a modern interior relic of the past”. Stereotypes were voiced by the client, relying on the knowledge of his audience.

About the client and the project

Amber Beehive ” is a brand that makes amber products: icons, paintings, necklaces. And also the client highlights the following advantages. Author’s approach”, which involves creating a picture or icon from scratch on an individual order . Own workshop with professional artists. Guarantor of legal amber and high-quality, reliable, safe products. Craft production. Values ​​understood by the Audience: love for Ukrainian, natural.

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Products meet expectations because the end result is agreed with the customer before shipment.Potential customers of “The Beehive. According to the client, these are people who are looking for an unusual gift, something precious and exclusive with the desire to impress a loved one, as well as people who want to decorate their home, create coziness in their home thanks to a product made of natural material.

Difficulties, limitations and specificity of the subject

There is high competition with related fields, where you can buy a painting or a craft product, but cheaper. For example, on OLX. The workshop is mostly made to order, so the customer usually has to wait about seven days, which is sometimes long enough for the buyer if they want to buy the piece right away. According to the client, some people have stereotypes about amber products. For example, the fact that they are made from illegal amber or that amber products are old-fashioned and cannot complement a modern interior. This was also an important task — working with doubts and stereotypes.Previously, the client used the services of another agency. She added a style and a picture to Instagram, but there were no sales or growth in followers.Tasks that the client defined and we agreed together
As part of developing an SMM strategy for promotion on Instagram, we identified and agreed on the main tasks with the client. Make the page active, easy to navigate.Increase the activity of users in the Instagram profile.Increase the number of order requests.Talk about the uniqueness of the brand’s products and services

Targeted indicators

SMM promotion affects the generation of leads and inquiries from potential customers, but not sales – orders are already a by-product of SMM promotion, so we do not take this indicator as the main indicator. However, we focus on the following parameters. Amount of content. The number of saves, reposts, likes, comments and reactions to Stories coverage;ER (engagement rate) is an indicator of audience engagement.Strengths of the project.The Inweb team worked directly with the brand owner, and he knows the subject matter and the characteristics of the audience best. He was involved in the project as much as possible: he quickly responded to our requests and provided all the necessary information, he was ready to experiment with the content and to test various hypotheses in order to achieve the result. We, in turn, listened to his opinion and based SMM promotion on the owner’s knowledge of the subject and audience.

Difficulties and limitations

First, it was necessary to establish selling text – myth or reality trust between the project team and the client after his unsuccessful experience of cooperation with the previous agency and practically prove that our strategy works.
We lacked material for content that would stand out from the competition. That is, not only photos and videos of products.Limited budget. A maximum of $35 was allocated for one promotion of a post with the help of targeted advertising on Instagram.Seasonality: most sales occur in the autumn-winter period.
Account indicators for Inweb promotion This is what the profile looked like before we started promotion: 26 followers, minimal activity on the profile, no single visual concept.Indicators of the vulyk.burshtyn account before Inweb promotionWe hasten to inform you that we are giving you a *% discount on any product from our assortment.The offer is valid until *date* (3 days after sending this message) inclusive. This is a great opportunity to buy an exclusive gift for yourself or your loved ones .Send a “+” in response to this message if you are interested in our offer

Actions of the team: initial stage

At the beginning, we analyzed chicago business competitors, audited client accounts, identified growth points. Further. Formulated an SMM strategy for the development of social networks, identifying the main segments of the target audience, headings for content and tools for achieving the set goals.Highlighted the UTP (unique selling proposition) of the brand and added them to the profile.We formed a content plan and understood what visual materials we lack for posts.Chose key themes for folders of saved stories (Highlights) and pinned publications, updated their design. So it became easy to find information on the page – certificates that testify to the use of legal amber, as well as the fact that the brand can provide the necessary documents for transporting paintings abroad, detailed information about the price, assortment, author’s approach, features of frames.Actions of the Inweb team: initial stage – vulyk.burshtyn caseIn addition